From spotting a gap on the shop floor to building one of the most recognisable colourful lingerie brands in the market, this episode charts the bold rise of Dora Larsen.

Today’s guest, Georgia Larsen, is redefining what everyday underwear looks and feels like - designed from a proudly female perspective and powered by a fearless use of colour. After starting her career as a buyer at Topshop, Georgia launched Dora Larsen in 2016 to challenge the sea of beige basics and black lacey numbers with pieces that are joyful, flattering and thoughtfully made.

Since then, the brand has earned features in Vogue, Sunday Times Style, The Telegraph, NYLON and i-D, and secured retail partnerships with industry heavyweights including Net-A-Porter, Selfridges, Fenwick, Harrods and Anthropologie. With expansions into sleepwear and swimwear, and more than £47,000 donated to environmental charities, sustainability remains central to its growth.

We talk about the realities behind building a cult brand: the early wins, the operational pressures, partnering with her husband in business, and the discipline required to stay clearly positioned in a crowded market. Georgia also shares how colour became her strategic signature, and why authenticity has been her strongest commercial advantage.

With fans including Jemima Kirke, Michaela Coel, Alexa Chung, Laura Jackson and even Madonna, Dora Larsen has evolved from an industry insight into a globally recognised label.

If you’re interested in brand-building, creative differentiation, sustainability in practice, or what it really takes to turn a sharp market observation into a scalable business - this conversation delivers!